The Hindu Business Line : Tata Motors hopes to woo buyers with Indigo XL

Tata Motors' advertising campaign for its Indigo sedan featured a rear seat occupant being pampered `first-class-airline-passenger style' as he was being chauffeured to the destination. But, obviously, with the dimensions and features of the Indigo's regular version, that popular TV promo was leveraging the adman's creative licence to make an exaggerated presentation about this entry-level sedan.

Features

However, Tata Motors just might offer the Indigo buyer an experience that is closer to that ad's with its latest long wheelbase version of the Indigo sedan. The Indigo XL is not just longer, but is also loaded with a number of features that are rear passenger friendly.

The problem of inadequate rear seat space is endemic to entry-level sedans and the customer expectations in this segment are unique to India. For one, the design of most entry-level sedans makes the front doors bigger than the rear. With the rear seats set just before the rear axle, the smaller rear doors make entry and exit less comfortable for rear passengers than front seat occupants.

The other issue, which is unique for India, is that many buyers even in the entry-level sedan segment employ the services of a chauffeur. With the size limitations of cars in this segment, the rear seat passenger tends to be less comfortable than front seat passengers, including the driver. (Refer comparison table)

The Indigo XL's generous rear leg room and bigger rear doors should be able to address the issue of restricted access and cramped interiors that the regular Indigo model owner will have to endure, if his car is not self-driven.

Packaging

To improve the packaging, Tata Motors has also loaded the Indigo XL with features that rear passengers will appreciate such as a separate rear air-conditioner with independent controls, leather seat covers, inclined rear seat backrest, DVD-entertainment system with twin rear LCD screens, car phone with blue-tooth connectivity, chiller compartment in the glove box and an exclusive exterior finish.

Though there is an increase in the luxury features being offered, one aspect that is missing even in the new Indigo XL variant is an increase in the safety options being offered. Additional safety features such as anti-lock brakes and airbags are not even being offered as options now. However, Tata Motors' spokesperson mentions that the company will introduce these features later this year.

With the Indigo XL, Tata Motors must be attempting to woo buyers away from the Honda City, Ford Fiesta and the Hyundai Verna. With their bigger brand image, more spacious interiors and their common rail diesel engines, these cars have weaned away potential Indigo buyers.

Tata Motors would be hoping that the extra eight-inches of space that the longer wheelbase brings to the Indigo XL, the upmarket features that have been loaded into the new car, the new 1.4-litre common rail diesel (Dicor) engine inside the bonnet and the competitive pricing should bolster the car's appeal amongst buyers in the segment.

But, the Indigo XL is just a stretched out, long wheelbase version of the entry-level sedan, a model that will also continue to be available. To call it a stretch limousine, a term that is usually reserved only for long wheelbase versions of super luxury cars, is again the adman's creative licence at work.

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